| dc.description.abstract | The main purpose of this research is to measure the impact of price and product
quality on purchase intention of Nexfood’s product. This research had distributed
an online form purposive to be filled up by 97 participants from Surabaya. SPSS
were used to analyzed data collected with multiple linear regression. To find the
impact of independent variable to dependent variable simultaneously, this
research was using the coefficient of determination. The price and product quality
influencing the purchase intention in the amount of 58,6 percentage and the rest is
influenced by other variable that wasn’t mentioned in this research. Based on the
F-test, price and product quality simultaneously have a significant impact on
purchase intention. Next, based on t-test, price and product quality partially have
a significant impact on purchase intention. The finding of this research was price
and product quality have a significant impact on purchase intention of Nexfood’s
product. Based on that result, means that if the perception of price is increased
then the purchase intention will also increase. If the perception of product quality
is increased then the purchase intention will also increase. The results of this
study serve as a reference for Nexfood to pay more attention to the prices set so
that they can be more competitive with competing products, while also
maintaining the quality of the products produced. What Nexfood can do is
maintain prices without reducing the quality and portions of Nexfood products;
maintaining prices and looking for new suppliers at lower prices so that
consumers feel that Nexfood products are suitable and can compete with
competitors; determine the price of Nexfood products in accordance with the
benefits obtained by consumers. | en_US |
